M.Krishnamoorthy
A media coach, associate professor and an author
A brave, bold and dynamic AirAsia CEO, Tony Fernandes, is known to deal with problematic situations straightforwardly and confidently.
Whether shirtless, in a T-shirt or a three-piece suit, Fernandez, an unorthodox or independent-minded person, manages crisis by taking the bull by the horns by resolving issues immediately.
On 28 December 2014, when Air Asia QZ8501 disappeared from the skies, Fernandes sent out several tweets trying to convey confidence, trust and love to the families of the crew and passengers.
In one tweet, he said: “Keeping positive and stay strong. My heart bleeds for all the relatives of my crew and passengers. Nothing is more important to us.”
In his recent shirtless management meeting, Fernandes drew some flak.
After Fernandes shared the shirtless picture, many pointed out how it is "inappropriate" to hold meetings shirtless.
In his LinkedIn posting, he noted: "It was a stressful week, and Veranita Yosephine suggested a massage. I love Indonesia and AirAsia culture, so I can have a massage and do a management meeting. We are making big progress, and I have finalised the Capital A structure. Exciting days ahead. Proud of what we have built and never have lost sight of the finish," wrote Tony Fernandes on LinkedIn.”
Seen as an innovative public relations move, Fernandes got more views and hits for Air Asia. The response could have been poor if he had taken the conventional way of inviting the media for management meetings.
However, going “shirtless” created hype as a newsworthy event, which most international media picked up. It also demonstrated Fernandes as a practical person who does not waste time.
Fernandes later deleted the shirtless picture and shared a new LinkedIn post. In a turnaround public relations move, Fernandes expressed gratitude to his employees for arranging an outdoor barbecue in his new LinkedIn post, following ‘all the attention’ he received.
The CEO has since shared a new post, expressing gratitude to his employees for arranging an outdoor barbecue, following ‘all the attention’ he received.
“Busy day. After all the attention I got and with so much positive stuff going on, I decided to stay at the office. Allstars did a special Outdoor BBQ for me. Fresh Ikan Bakar,” reads a part of his LinkedIn post. He also shared two pictures of himself enjoying food with his employees.
He appreciated the company’s exceptional work culture. “We laugh, play, enjoy, fight, and win, but we are always together. Stay strong and always be positive.”
Meanwhile, a spokesperson from the communications team at AirAsia told MARKETING-INTERACTIVE that the unconventional photo might have raised some questions. Still, they clarified that it was taken during a unique moment when Fernandes multi-tasked by juggling a management meeting and receiving a brief shoulder massage.
"Everyone on the call, including our female management, was asked if they were comfortable if he had a shoulder massage after 18 hours. We have a fun, friendly, and open culture at Capital A that values productivity, efficiency, and transparency.
"Lastly, we want to note this image was shared with full approval from the PR department, and no comments were intentionally deleted," said the spokesperson.
Freelance Writer M. Krishnamoorthy (www.imkrishna.net) is a media coach, associate professor and undercover journalist. He has freelanced with Bernama, NST, The Star, and Malaysiakini. He also freelances as a fixer/coordinator for CNN, BBC, German and Australian Television networks and the New York Times. As an undercover journalist, he has highlighted society's concerns going undercover as a beggar, security guard, blind man, disabled salesman and Member of Parliament.
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